TBS Analysis - November 2010

Author:
Publish date:

NOVEMBER 2010 PRIMETIME SCHEDULE:

* Bold denotes programming change

SCHEDULING STRATEGIES:

Monday night is animation night with FAMILY GUY, and Tuesday is all about THE OFFICE. Wednesday is the female skewing night, with Tyler Perry programming bringing women and African-American viewers to the network. Thursday and Friday start out with more FAMILY GUY leading into a movie (or vice versa). Weekend prime is usually all movies.

NOVEMBER 2010 PRIMETIME RATINGS ANALYSIS:

LIVE PRIMETIME RATINGS COMPARISON November 2010 vs. November 2009 (% Change)

HH

M18-49

W18-49

Monday 8-11pm

-5%

-2%

2%

Tuesday 8-11pm

30%

34%

14%

Wednesday 8-11pm

-15%

-13%

-24%

Thursday 8-11pm

-15%

-27%

-7%

Friday 8-11pm

13%

33%

13%

Saturday 8-11pm

-12%

15%

-20%

Sunday 8-11pm

0%

47%

-6%

MTWTFSS 8-11pm

-2%

10%

-6%

Source: The Nielsen Company's National Television Audience Sample

NOVEMBER 2010: The big news on TBS for November was the long awaited and much promoted premiere of CONAN. On his first night out, November 8, he drew 4.2 million total viewers and 3.3 million 18-49 viewers, well above Letterman or Leno. After a bit, ratings stabilized, so that by December CONAN was reaching one to one and a half million 18-49s. The best news is that the audience age is averaging 30 years old, the youngest audience, by far, of any latenight talk show.

But back to primetime. Coming off the October MLB playoffs, November is usually TBS' strongest programming month, and 2010 was no exception. The audience was the youngest it has been all year, and adult 18-49 ratings hit the highest level of the year (outside of October, of course). The best improvement was among men, with a 32% increase over September and a 10% increase over November 2009. Surely CONAN spill-over has something to do with these successes, but not all of it.

When you're looking for reasons for improvement among young men on TBS, the first place to look is FAMILY GUY. In addition to its usual Monday night stronghold, FAMILY GUY leant support to Tuesdays this month. It took over the 10 - 11 slot as a strong lead-in for Conan, and then moved to 8 - 10 where it helped launch the new TBS comedy, GLORY DAZE. Notably, it was not used as often as a Thursday, Friday or Saturday companion for movies. Core men 18-49 ratings vs. last month were up 37% and vs. last year they were up by 14%.

The other big news on TBS this November was that launch of GLORY DAZE. The show started off with a strong performance (with the help of a carefully placed, top rated FAMILY GUY as a lead-in), but lost one-third of its audience in the second week. That second week's men 18-49  performance puts the show ahead of THE OFFICE's monthly average, but below the primetime average.

November was a strong movie month for TBS. Meet The Fockers, The Anchorman and Shrek 2 pulled in men 18-49 while Meet The Fockers, The Wizard of Oz and Shrek pulled in women. TBS still has some scheduling flow issues - using FAMILY GUY and THE OFFICE as follow-ups to young or female skewing movies just isn't right! Asking audiences to stay around after The Wizard of Oz for THE OFFICE? It didn't happen.

CABLEU NEED TO KNOW:

TBS has momentum mojo. With all eyes on Conan, it has been able to pull up its primetime numbers. However, GLORY DAZE was off to a slow start and THE OFFICE continues to fade. MEET THE BROWNS and HOUSE OF PAYNE need new episodes to keep their numbers high. The trick for TBS will be to keep the momentum going and not fall back into the programming lull it has been feeling all year.

Related